IMRB first conducted a study for AIM in 2010, and this was now followed up to create an “engagement index” for media in India. The study involved two steps:
- Running a regression analysis on a key dependent variable and evaluating the hierarchy of each of the partial engagement indices
- Evaluating each medium on the partial engagement indices and arriving at a final Engagement index
It measured and assigned weights to partial engagement indices such as:
- Mind measures
- Attitude towards advertising
The weighted average of the above provided an engagement index for each media, and magazines score highest of all across the indices.
The medium came out top on “mind measures” versus the Internet in the second place and newspapers in the third place. It also came out top for “escapism,” second for “information” (the Internet was top here), top for “stimulation,” second for “ad seeking” (TV was top here) and best for “ad avoidance” (i.e. a lower ad avoidance score than any other medium).
Overall outcome of the AIM study
The study won a silver award at FIPP’s Insight Awards last night. See the full list of winners here.
Story by Cobus Heyl.
About the FIPP Insight Forum
The FIPP Insight Forum (formerly known as the Research Forum) is a two-day event for publishers, researchers and marketing executives in the magazine business. It’s taking place today and tomorrow at the offices of Sanoma in Amsterdam.
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